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Budget retailer Lidl is launching its own version of Dubai style chocolate – after Waitrose limited the number of bars customers could buy.
Shoppers have been clearing the shelves of the newest food craze – a chocolate block filled with pistachio cream and kataifi pastry, crispy shredded phyllo dough – inspired by a Middle Eastern dessert called knafeh.
The sweet treat has become one of the fastest-selling confectionary products ever at Selfridges and Waitrose even banned customers from buying more than two Lindt’s £10 Dubai Style Chocolate.
And now Lidl is preparing to drop its own version this Saturday, March 29 for a fraction of the price.
The supermarket sent fans into a frenzy just last week when it launched its very own J.D. Gross Dubai Style Chocolate on Lidl’s TikTok shop with limited stock available online.
Shoppers snapped up 6,000 bars in just over an hour and 72 every minute, prompting the retailer to make moves to stock the chocolate in its stores nationwide.
This Saturday the J.D. Gross Dubai Style Chocolate will hit the shelves for £3.99 for Lidl Plus customers and £4.99 for regular shoppers.
Like Waitrose, Lidl will also be limiting the bars to a maximum of two per customer.
The announcement sent fans into a frenzy with many sharing their excitement online.
‘Tried and tested. It’s great,’ one woman said and another exclaimed: ‘Get in my belly!!!!’
‘I’m so excited for this, thank you so much, I have wanted to try a store version for ages now,’ a third wrote.
‘Heavenly!! Very yummy indeed,’ someone added.
A Lidl worker said: ‘I had soooo many customers asking me if we have it in. They will be happy when I tell them it should be in from Saturday. They will fly off the shelves’.
The JD Gross bar will be the first store-brand Dubai chocolate to be widely available in UK supermarkets – and the cheapest.
Anticipation around the new bar was built when TikTok user who goes by @vogue_of_phoenix, managed to snag a bar of Lidl’s version in Switzerland – and told her followers there’s a chance could soon be available in the UK.
TikTok user Anni (pictured) tried Lidl’s variation of the famous chocolate bar – and appeared impressed
She told her followers: ‘Run don’t walk to Lidl’.
Anni Olivia Tukeva from Stockholm also shared Lidl’s version with her followers – and appeared impressed with the taste.
Other brands and supermarkets have been releasing their own Dubai-style chocolates to get in on the trend.
TikTok users would have to be living under a rock to not have witnessed celebrities and influencers taste-testing the premium pistachio-filled chocolate bar, with #dubaichocolate currently having over 11 billion views on the platform.
Luxury British retailer Selfridges introduced the highly sought-after sweet treat in four different variations.
There is a bar made in Dubai by Bateel (£5) in pistachio and hazelnut flavours, larger bars from Godiva (£25), Vivel (£25), or Laderach’s FrischSchoggi (£10.50).
Discussing the release, Andrew Bird, Selfridges Head of Food, said: ‘Dubai Chocolate is the sweet-treat must-have for 2025; it’s flying off shelves.
‘It’s been hugely popular across social media and understandably, our customers have been desperate to try it and find out what the fuss is all about. We can’t wait to see what they think of our new range!’
UK-based Kieran Slade located Lindt’s version in Sainsburys, writing: ‘I’ve been trying to find the Lindt Dubai chocolate bar in (the) UK for ages but it’s finally available in Sainsbury’s, so be quick before it sells out!’
Another TikTok user called Niky, who goes by @zazarich1, spotted a Dubai-style chocolate bar in Morrisons.
Niky wrote alongside the caption: ‘Guys, run to Morrisons [for] £5 chocolates’.
Lindt released its ‘Dubai style’ chocolate bar inspired by the viral treat back in December.
Stefan Bruderer, Master Chocolatier at Lindt & Sprüngli said: ‘We’re always tapped into consumer trends.
The UK has finally caught on to Dubai’s famous chocolate bar, with Lindt introducing their version, as well as Selfridges and Lidl (pictured: UK-based TikTok user Kieran purchasing Lindt’s version in Sainsburys)
‘After we saw how well the Dubai chocolate craze went down on social media, we knew we had to get involved and put our very own twist on it.’
Lindt’s Dubai Style Chocolate is available in select stores across the UK, including Bicester Village, Leeds Trinity, McArthurGlen (Cheshire Oaks) and Bluewater, Dartford.
Waitrose added the popular Lindt Dubai Style Chocolate to selected stores on Sunday, and it’s become the store’s fastest-selling confectionery product.
The supermarket has promised to restock on March 31 however, the chain advised customers to ‘be quick as once they’re gone, they’re gone’.
They have since announced that shoppers are restricted to two bars per person so all their customers have a chance to purchase the popular bar.
Steve Dresser, CEO of Grocery Insight, posted a photo of new signage in a Waitrose store on LinkedIn.
‘No more than two bars per person please… because we want everyone to have the chance to enjoy our delicious chocolate. Thanks for your understanding,’ the sign read.
A spokesman for Waitrose told The Grocer that the limit was introduced to regulate stock levels of the £10 bars.
A representative said: ‘Due to the incredible popularity of this product, we want to make sure that as many customers as possible have the opportunity to try it.’
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